Presentation from the inaugural Foodie Forum in GMIT Galway, Ireland, illustrating lots of case studies showing how tourism, travel and hospitality businesses use social media to market their businesses. The social media platforms featured are facebook, twitter, youtube and travelshake.com. Also, includes tips on how to increase your facebook likes and make great digital videos.

1. Laughlin Rigby, Marketing Director, Travelshake.com

7. 700 new posts on average to
Travelshake.com every day
4 posts per business per week
213 posts per business per year

8. Report is based on analysis of 2,000 posts from
a 3 day period in October 2011
Represents 17 sectors within the travel and
hospitality industry
500+ businesses from 45 countries
© Travelshake.com

9.  Greetings  Events
 Press articles  Product marketing
 Weather  Offers
 Videos  Local tourism info
 Tips & advice  Photos
 Newsletter  User interactions
 Reviews  Company PR
 Fun posts  Peer recommendations
 Menu  Competitions
 Questions  Industry news
 Check-ins  Blog
© Travelshake.com

10.  Greetings  Events
 Press articles  Product marketing
 Weather  Offers
 Videos  Local tourism info
 Tips & advice  Photos
 Newsletter  User interactions
 Reviews  Company PR
 Fun posts  Peer recommendations
 Menu  Competitions
 Questions  Industry news
 Check-ins  Blog
© Travelshake.com

11.  Greetings  Events
 Press articles  Product marketing
 Weather  Offers
 Videos  Local tourism info
 Tips & advice  Photos
 Newsletter  User interactions
 Reviews  Company PR
 Fun posts  Peer recommendations
 Menu  Competitions
 Questions  Industry news
 Check-ins  Blog
© Travelshake.com

12.  Greetings  Events
 Press articles  Product marketing
 Weather  Offers
 Videos  Local tourism info
 Tips & advice  Photos
 Newsletter  User interactions
 Reviews  Company PR
 Fun posts  Peer recommendations
 Menu  Competitions
 Questions  Industry news
 Check-ins  Blog
© Travelshake.com

13.  Greetings  Events
 Press articles  Product marketing
 Weather  Offers
 Videos  Local tourism info
 Tips & advice  Photos
 Newsletter  User interactions
 Reviews  Company PR
 Fun posts  Peer recommendations
 Menu  Competitions
 Questions  Industry news
 Check-ins  Blog
© Travelshake.com

14.  Greetings  Events
 Press articles  Product marketing
 Weather  Offers
 Videos  Local tourism info
 Tips & advice  Photos
 Newsletter  User interactions
 Reviews  Company PR
 Fun posts  Peer recommendations
 Menu  Competitions
 Questions  Industry news
 Check-ins  Blog
© Travelshake.com

15.  Greetings  Events
 Press articles  Product marketing
 Weather  Offers
 Videos  Local tourism info
 Tips & advice  Photos
 Newsletter  User interactions
 Reviews  Company PR
 Fun posts  Peer recommendations
 Menu  Competitions
 Questions  Industry news
 Check-ins  Blog
© Travelshake.com

16.  Greetings  Events
 Press articles  Product marketing
 Weather  Offers
 Videos  Local tourism info
 Tips & advice  Photos
 Newsletter  User interactions
 Reviews  Company PR
 Fun posts  Peer recommendations
 Menu  Competitions
 Questions  Industry news
 Check-ins  Blog
© Travelshake.com

17.  Greetings  Events
 Press articles  Product marketing
 Weather  Offers
 Videos  Local tourism info
 Tips & advice  Photos
 Newsletter  User interactions
 Reviews  Company PR
 Fun posts  Peer recommendations
 Menu  Competitions
 Questions  Industry news
 Check-ins  Blog
© Travelshake.com

18.  Greetings  Events
 Press articles  Product marketing
 Weather  Offers
 Videos  Local tourism info
 Tips & advice  Photos
 Newsletter  User interactions
 Reviews  Company PR
 Fun posts  Peer recommendations
 Menu  Competitions
 Questions  Industry news
 Check-ins  Blog
© Travelshake.com

19.  Greetings  Events
 Press articles  Product marketing
 Weather  Offers
 Videos  Local tourism info
 Tips & advice  Photos
 Newsletter  User interactions
 Reviews  Company PR
 Fun posts  Peer recommendations
 Menu  Competitions
 Questions  Industry news
 Check-ins  Blog
© Travelshake.com

20.  Greetings  Events
 Press articles  Product marketing
 Weather  Offers
 Videos  Local tourism info
 Tips & advice  Photos
 Newsletter  User interactions
 Reviews  Company PR
 Fun posts  Peer recommendations
 Menu  Competitions
 Questions  Industry news
 Check-ins  Blog
© Travelshake.com

21.  Greetings  Events
 Press articles  Product marketing
 Weather  Offers
 Videos  Local tourism info
 Tips & advice  Photos
 Newsletter  User interactions
 Reviews  Company PR
 Fun posts  Peer recommendations
 Menu  Competitions
 Questions  Industry news
 Check-ins  Blog
© Travelshake.com

22. 0.00% 2.00% 4.00% 6.00% 8.00% 10.00% 12.00% 14.00%
events
product marketing
offers
peer recommendations
local tourism info
photos
user interactions
company PR
competitions
industry news
blog
questions
greetings
press articles
weather
videos
tips & advice
fun posts
reviews
menu
check-ins
newsletter © Travelshake.com

23. 0.00% 5.00% 10.00% 15.00% 20.00% 25.00%
events
product marketing
offers
competition
photos
peer recommendation
greetings
Ireland
company PR
local tourism info
global
questions
user interaction
videos
industry news
fun posts
tips & advice
blog
press article
reviews
weather
© Travelshake.com

24. industry question, 2% video, 2% weather, 1%
company PR, 3%
news, 3%
press article, 4%
local tourism menu, 12%
info, 4%
product event, 11%
marketing, 5%
blog, 10%
competition, 6%
tips & advice, 9%
greetings, 6%
photo, 7% offer, 8%
peer
recommendation, 6
%
© Travelshake.com

25. Use rich media when possible
Run competitions
Create exclusive social media offers
Talk about local tourism news
Ask questions and interact, build a community
Don’t over-promote
Interact with complimentary businesses
Link to newsletters
Feature upcoming events
Post tips & advice on your specialist areas
© Travelshake.com

27. twitter
Irish Stats:
350,000 twitter accounts in Ireland
217,845 unique active Irish users on twitter
49% sent only 1, 21% sent 10 or more, 0.5% sent more than 1000
per month
Average of 159,000 Irish tweets were sent per day
Top link domains: t.co 27%, bit.ly 18%, tumblr.com 6.7%, fb.me
6%, twitpic.com 4%, ow.ly 2%, 4ms.me 2%, yfrog.com 2%
© Travelshake.com

28. #tweetseats and the pop-up restaurants
“Tweet us with date,time (12,2,4,6,8pm),no of ppl (max4) including #tweetseats in ur
request & u eat for free if slot is available. 24hrs notice needed”
@crackBIRDdublin
@skinflintDUBLIN

29. @cakebombs @8degreesbrewing
@greensaffron
© Travelshake Social Media © Travelshake.com

30. © Travelshake Social Media

31. @wildpeeta Dubai
“open-source Shawarma restaurant that shares decision-rights with their followers”
twitter wall:
© Travelshake.com

33.  Staffed by employees based in Omaha, Australia and Mumbai
 Respond to requests and questions within an hour
 Field queries ranging from where to find good sushi to alerts that a guest will be checking in
© Travelshake.com
late

34. Play Food & Wine – Restaurant in Ontario, Canada
“the restaurant spends no
money on any
advertising, beyond remaining
very active on Twitter and
Facebook and running email
campaigns”
“We have sold out every
event we’ve had since we
opened by using only
Facebook, Twitter and our
mailing list.”
© Travelshake.com

35. Create a twevent using a #

36. twitter - publicity
Twitter for PR:
71% of Irish journalists use Twitter as a news source
Mentions of Twitter in the Irish media increased from 16
mentions per month in January 2008 to 2,058 references in
March 2011. (Kantar PRII)
© Travelshake.com

38. Facebook
Global Stats:
 800+ million active users
 50%+ active users log on to Facebook
daily
 130 average friends per user
 80 pages, groups and events per user
 250+ million photos are uploaded per
day
 7 million+ apps and websites are
integrated with Facebook
© Travelshake.com

39. Facebook
Ireland Stats
 2,060,740 Irish profiles on Facebook
 900,000 + active daily
 4hrs 10min ave person spends on
Facebook pm
 54% of users female v 46% male
 49% of the population over 15 years of
age are on Facebook
© Travelshake.com

40. How to Grow your Facebook Likes
© Travelshake.com

41. How to Grow your Facebook Likes
1. Place Ads
Ad creation
Demographic selection
Targeted audiences
Publishing and Monitoring a campaign
Analysing results, Metrics and ROI - €1 - €3
per fan acquisition
© Travelshake.com

42. How to Grow your Facebook Likes
2. Competition/Promotion
Benefits
 Increase Facebook Likes/Fans
 Creates a buzz around your
business
 Fully compliant with facebook
policy
 Drive Brand Engagement
 Builds Loyalty
 Increases your email database
© Travelshake.com

43. How to Grow your Facebook Likes
3. Offline
Add URL stationary, menus, receipts, staff...
4. Awareness online
“Share” with friends on FB, email to contacts, ad to your
other social media sites, put FB widget on your own
website, email signature...
© Travelshake.com

44. How to Grow your Facebook Likes
5. Increase Engagement
 Use Facebook Apps
 Run a Poll or contest
 Use the @ Tag
 Upload a large main image with
other social media account listed
on it
 Upload Videos and Photos
 Write consistent updates
 Start Conversations with your
fans
 Link to Twitter or vice versa
 Get fans to upload fan photos
and tag them
© Travelshake.com

45. How to Grow your Facebook Likes
6. Welcome Page
Default “Welcome
Page”, which would be the
first page shown to new
visitors to your
page, encouraging them to
“like” your page can include:
The tab markets your
business to the new visitors
and helps convert them from
lookers to bookers.
© Travelshake.com

46. How to Grow your Facebook Likes
7. Fan-Gating
Give visitors a reason to “Like” your page
Benefits
 Increase Facebook Likes/Fans
 Covert to Bookings and Sales
 Reward Loyalty
 Encourages Viral Sharing
© Travelshake.com

47. How can FB be used to improve sales
1. Email list of fans from database
2. Upload Exclusive “fan-only” Offers
3. Add a booking or purchasing link
4. Create a Facebook Store...
© Travelshake.com

48. Facebook Stores:
Vendorshop (Irish)
Payvment

49. Enhance your FB page with Facebook Apps
Top 3:
http://lujure.com
best free functionality and ease of use but only for only page
http://shortstack.com
most advanced functionality and includes contests and forms but free
is limited to 2,000 likes
http://travelshake.com
Multiple functionality and apps all in 1 tab, includes travelshake
microsite, custom branding , contact form, map, video, photo gallery.
Others:
http://iwipa.com
http://socialappshq.com
http://faceitpages.com
http://tabsite.com
© Travelshake.com

50. 4 billion
daily views

51. YouTube
Irish Stats:
• 2011 Youtube had 1.3 million regular Irish
users
• 400 million views per month
• Estimate daily unique traffic of 500,000
users approx.
• 2.1 million unique users per month.
© Travelshake.com

52. How can Video Benefit your business
Branded Channel on YouTube

53. How can Video Benefit your business
YouTube videos indexing in Google
© Travelshake.com

54. Kirwin’s Lane, Galway - Videos
© Travelshake.com

55. Mystery Video Competition by Sheraton Puerto Rico
Features their own staff and hotel
© Travelshake.com

56. ACE HOTEL NY – Social Media Film “Charley”
© Travelshake.com

57. How can Video Benefit your business
Low Cost Digital Video Ads
© Travelshake.com

58. Key elements of a good online video
Short length – maximum of 2 to 3 minutes
Quick and simple demos – nothing too complex requiring zooming in
and out or different camera angles.
Short interviews at events, or on-the-spot customer testimonials
Offering a timely “sneak peek” at a daily special or a behind the scenes
view
The audience is only convinced by honest testimonials and authentic
interviews
Work out what differentiates your product from your
competitors and find people who can express these key points with
intelligence, humour and conviction.
Story line is more important than how it looks © Travelshake.com

59. Online Video - Distribution
Distribution is key – Put the video on your website, embed it
in your newsletter and add it to your blog.
Post the video to YouTube, Facebook, Twitter... If your
friends, fans and followers like it, they’ll share it with their
friends, fans and followers, multiplying your audience.
Make it available on - corporate materials, DVDS, video
podcasts and other promotional material.
© Travelshake.com

60. Top Online Video Websites
Dailymotion
Metacafe
Bing Video
Google Video
Tube Mogul
Vimeo
Yahoo Video
YouTube
© Travelshake.com

61. foursquare - deals
© Travelshake.com

62. blogs
Westin St. Martin working with wedding bloggers

63. © Travelshake.com

64. Social Media 360
Treyvaud’s Restaurant, Killarney
© Travelshake.com

65.  Digital Video Production
 Facebook Compliant Competitions and Apps
 Twitter Strategy and Promotions
 Social Media Advertising Campaigns
 Location-Based Marketing and Deals
 Monthly Social Media Management
 Tailored Training & Consultancy
Email: info@travelshake.com
Tel: + 353 (0)1 44 333 65
Facebook.com/Travelshake Twitter.com/Travelshake
YouTube.com/Travelshake Travelshake.com/Travelshake